Taste is more important than value to students, a new report from baked goods supplier Délifrance has revealed.

Published this month, Prove It: A Bitesize Guide to Education Catering is a deep dive into what students want from on-campus food, where they buy it, and what they look for in a retailer.

Key Factors in Student Food Choices

Researchers asked 500 16 to 24-year-old students who eat at on-campus outlets what is most important to them when buying food. The top factors were taste (34%), value (23%), convenience (16%) and quality (13%).

Although the study found value as the second-most important factor, that does not necessarily mean cheap, explains Délifrance marketing director Stéphanie Brillouet. “Students also insist on quality,” she says. “Operators can meet demand for tasty products by offering baked goods that are fresh, hot and consistent.”

The Importance of Convenience

Convenience also matters to busy students, who say the most important factors are:

  • Quick to purchase (52%)
  • Quick to eat (47%)
  • Will fill me up (42%)
  • Easy to eat on the go (41%)

Capturing Student Loyalty Early

Getting the service and product mix right will help ensure operators can ‘catch’ students in the first term of an academic year, adds education catering expert Matthew White MBE FIH, who worked with Délifrance to produce the report. “Once they have formed their purchasing habits, students mostly stick to them for their entire academic career,” he adds.

With more than 550 colleges and universities across the country, higher and further education is a huge opportunity for café operators, restaurants and catering businesses.

Podcast Discussion on Bakery in Higher Education

Alongside the launch of the report, Amanda Pettingill, chair of higher education sector in-house caterers trade body TUCO, will be a guest speaker on the next episode of Délifrance’s Bitesize Bakery Podcast. This episode will explore the evolving role of bakery in higher education, discussing trends, challenges and opportunities in the sector, plus a look at how bakery products can support convenience, health, affordability and sustainability.

For more information visit: www.delifrance.com/uk/bitesize-guide-education-catering